Lion has announced that its ‘Beer: the Beautiful Truth’ (BTBT) platform is partnering with Good Food Month in 2017 to showcase the versatility and vibrancy of beer together with food at arguably Australia’s best food festival.
Kicking off in March, Good Food Month has joined forces with BTBT in a three-year deal, which sees Lion become the official beer and cider sponsor, with exclusive ranging at the Night Noodle Markets in Canberra, Perth, Brisbane, Sydney and Melbourne.
Tanya Marler, marketing director for category, innovation and communication at Lion, said the partnership will give the alcohol giant the opportunity to showcase the versatility of beer and how it is the perfect partner at every food occasion.
“Whether it’s cutting through a spicy noodle dish at the Night Noodle Markets or pairing up with decadent chocolate dessert at the end of one of our featured events, we hope to showcase that beer belongs on the dinner table and in the consideration set for all food lovers in Australia,” she said.
“Good Food Month will help Lion, through our ‘Beer: the Beautiful Truth’ campaign to tell a story about beer to more than two million annual attendees.”
The BTBT platform kicked off in 2015 when Lion added nutrition information panels (NIPs) to bottles and cartons of its wholly-owned Australian beer portfolio, which included 887 million bottles.
Key messages from the campaign will be integrated with Good Food Month’s events, marketing and social channels.